1. IMC helps companies adopt a consumer-centric, rather than marketer-centric,
perspective in creating brand messages.
True False
2. Marketing communications is a type of advertising that is used by companies to
maintain contacts with customers.
True False
3. No amount of advertising can win back a customer lost from shoddy products or poor
service.
True False
4. Defensive marketing typically costs less than offensive marketing because it isn't
easy to lure satisfied customers away from competitors.
True False
5. In a basic transactional relationship, a company sells its product and encourages
customers to call if they encounter any problems.
True False
6. In an accountable relationship, a salesperson phones customers shortly after the sale
to check whether the product meets expectations and asks for product improvement
suggestions and any specific disappointments.
True False
7. High profit margins per customer suggest that the marketer should pursue basic
transactional relationships augmented by brand image advertising.
, 21. If two brands are equal in quality, the one with the highest price is the best value.
True False
22. Image advertising, which creates a perception of a company or a personality for a
brand, is rarely explicit about price.
True False
23. In global advertising, messages are rarely consistent in ads placed around the world.
True False
24. The objectives of awareness advertising are to create an image for a product and to
position it competitively with the goal of getting readers or viewers to select the
brand the next time they shop.
True False
25. Media advertising is the only promotional tool that companies use to communicate
information about themselves and their brands.
True False
Multiple Choice Questions
26. When a company deliberately coordinates and integrates messages from a variety of
sources about its products or brands, it is practicing _____.
A. Integrated marketing
communications
B. Sales
promotion
C. Word-of-mouth
advertising
D. Personal
selling
E. Viral
marketing
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